Kimli, a fictitious Asian Restaurant chain based in Beijing, has expanded its operations to Kolkata, offering authentic Asian cuisine to Indian customers. Committed to delivering the highest quality food, Kimli aims to establish itself as a distinguished brand with unique characteristics. The brand identity of Kimli encompasses various elements, including its brand vision, cultural values, positioning, personality, customer relationships, and presentation.
Kimli's brand identity is a collection of both emotional and functional associations that consumers have with the brand. These associations provide familiarity and differentiation that cannot be replicated easily. They may include distinctive signature tunes, trademark colors, logos, taglines, and more. These elements contribute to the overall perception of Kimli as a brand.
As a whole, Kimli's brand identity represents the complete proposition and promise that the organization makes to its consumers. It encompasses the brand as a product, a personality, a set of values, and the position it occupies in the minds of its customers. Kimli wants to be recognized as a brand that reflects its mission, personality, and competitive advantages. It serves as an external expression of the brand to the world.
The noticeable elements of Kimli's brand identity, such as its trademark colors, logo, name, and symbol, play a crucial role in identifying and differentiating the brand in the minds of the target audience. These elements are vital for the growth and success of the company's brand.
I embarked on this project with the task of developing a comprehensive branding and advertising strategy for a fictitious Chinese restaurant in Kolkata, India. Given my prior experience in marketing materials and interiors for restaurants, it made sense to choose branding and advertising. Additionally, having previously worked on a restaurant named Ruchika, I had gained valuable knowledge about the intricacies of such projects. Hence, I decided to focus on the "Branding and Advertising of a Chinese Restaurant."
To delve into the theme I wanted to pursue, I explored various styles and traditions of Chinese restaurants. This involved extensive web research as well as visits to several Chinese restaurants in and around Chinatown, Tangra. While exploring these restaurants, I felt that something was missing—an element of royalty that I wanted to infuse into my own restaurant. Taking note of patterns and inspiration I found in Chinatown, I began brainstorming a suitable name. Seeking suggestions from my Chinese friends, I received two interesting proposals. One suggested "Golden Restaurant," while the other proposed "Li Loi," which translates to "Dawn Come." Further exploration led me to discover that the Chinese word "Kim" means "Golden." Thus, I decided on the name "Kimli Restaurant," as the combination of "Kim" and "Li" signifies "Golden Dawn." The name sounded welcoming and had a pleasant ring to it, making it the perfect choice for my restaurant.
With the name finalized, I started envisioning the design of the logo. Various ideas sprang to mind, including images of a rising sun and its rays. However, I struggled to establish a clear connection to a Chinese restaurant. Seeking guidance, I consulted with my mentor, Prof. Saubhik Mukherjee, who suggested incorporating the text "Kimli" within the design.
Inspiration struck as I contemplated how to integrate design elements with the text. Initially, I considered representing the letter 'I' in "Kimli" as noodles, but this concept appeared cluttered and confusing. However, during a rough sketch of a bowl with straight lines depicting noodles, the bowl began resembling a rotated 'K.'
Combining these ideas, I developed the final logo design, which I believe captures the essence of the brand effectively. By using a golden colour for the noodles to complement the word "Kim," the logo achieved a visually appealing result. My mentor was impressed with the thought process and the final concept. This logo became the cornerstone of the subsequent marketing materials.
Building upon the logo design, I established a cohesive brand identity for Kimli Restaurant. The chosen theme featured a classy design, predominantly using golden yellow and black as the primary colours. To maintain a hint of Chinese influence, I subtly incorporated Chinese text, which translates to "Golden Dawn" in English. This approach aimed to convey elegance and authenticity while effectively communicating the unique qualities of Kimli Restaurant.
Throughout the project, my vision for the restaurant's branding and advertisement grew clearer, enabling the development of various marketing materials that aligned with the established brand identity.
In conclusion, the branding and advertising project for Kimli Restaurant successfully created a distinctive brand identity. With the carefully chosen name, the captivating logo design, and the overall theme, the brand conveys the desired atmosphere of a royal and authentic Chinese dining experience. The marketing materials, utilizing the golden yellow and black colour scheme, effectively communicate the brand's elegance and unique offerings.
Moving forward, the established branding and advertising strategy will provide a solid foundation for Kimli Restaurant's promotional activities, ensuring a consistent and compelling brand presence in the market.
